Google is working to speed up mobile web experiences on several fronts, AMP being the most visible of these efforts. On Wednesday 18th October, the company announced a change to the way it will handle tracking parameters appended to AdWords landing page URLs.

According to Google, processing tracking codes can affect load time by “hundreds of milliseconds”. This will definitely hurt campaign performance. So instead of processing the tracking with the landing page, Google is introducing “parallel tracking” to process the tracking URL, the AdWords click tracker and possible redirects in the background while the user goes straight to the landing page.

Parallel tracking is anticipated to roll out later this year which will eventually become the default tracking method in early 2018.